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Web Development


TraxNYC, a luxury jeweler based in New York City's diamond district, appointed me to be their creative and strategic design partner for the development of their new brand identity and website.


Reflecting the intention of “Clean Minimalist” and needing to appeal to an older, affluent audience I've created a brand identity which is both resourceful and agile at its core. A responsive approach to branding allowed me to design a memorable and distinctive identity which could evolve with time, reflecting the constant usage of quality imagery on social media while having the ability to dial up certain elements depending on a particular segment of their target audience.


Spring 2015, TraxNYC successfully started integrating the design with their live site. With over a dozen mobile ready developed category pages, a responsive header and recreated footer. The aim is to rise in search engines while entertaining existing customers and welcome potential customers with premium branding. TraxNYC is a new household name.